Low-tech Relic, Blimp Remains High-flying Pick Of Advertisers

Someone suggested, perhaps in jest, they needed a ride on the Goodyear blimp to get away for a while. A few days later, Goodyear Tire & Rubber Co. secretly treated the jurors to a day in the sky.

Judge Lance Ito wrote to thank Goodyear chief executive Stanley Gault, who responded that he was only too happy to provide the services of what he calls "our big, friendly aerial ambassadors."

Did it sell any tires? Maybe not directly, and maybe not right away. But there's no question in Gault's mind that the blimp will still be working its gentle charms on the judge and jury the next time they do go out to buy tires.

It will be reminding them, he says, that Goodyear is "the last American-owned tire company" and that "Goodyear makes good tires."

That's also why the Goodyear blimp, a 71-year-old throwback in these days of Internet marketing and multimillion-dollar celebrity endorsers, will be floating lazily above Sun Devil stadium in Tempe, Ariz., on Sunday, when Super Bowl XXX is played.

Television viewers will be sure to notice. They not only will see shots of the game from the blimp but a few of the blimp itself, with the TV announcers duly remarking on its presence.

It's all part of the agreement Goodyear has with the network, in this case NBC: Goodyear pays for the blimp and camera on board, NBC gives Goodyear one visual of the blimp and an audio mention every hour. The blimp also gets a closing credit. No money changes hands.

All things considered, what seems to be a marketing anachronism may be, dollar for dollar, one of the most effective advertising vehicles around these days. That's certainly Goodyear's contention, and it's being seconded by a number of other companies that have adopted blimps to promote their wares.

Fuji Photo Film USA Inc., which introduced its own blimp in 1984, acknowledges borrowing the idea from the Goodyear blimp.

"Ninety-nine percent of humanity loves a blimp," said Fuji spokeswoman Carol Smith. It's hard to explain the precise appeal, she said, "but one thing we're pretty sure of: When our blimp is in an area, sales of Fuji film go up."

Citicorp also uses a blimp. So does MCI Communications Corp., which is using one to advertise a telephone promotion.

"The blimp provides a seedbed of acceptance," said Ron Fredrick, a senior partner with Goodyear advertising agency J. Walter Thompson Co. in Detroit. "It makes our advertising work harder. . . . When a buyer goes to make a purchase, the name Goodyear will stand out more in their mind."

Goodyear says it costs $12 million a year to run and maintain the three blimps in its fleet. But Goodyear figures it gets at least $13 million in choice air time for the blimps during their visits to big televised events. That may be a conservative estimate, considering the average $1.2 million cost of 30 seconds of commercial time for this year's Super Bowl.

There is more to the blimp than advertising. Goodyear's first blimp (it has had 300 over the years) was built in 1912 for use in military surveillance, and the blimps served with distinction in both World Wars. It wasn't until 1925 that Goodyear used them as promotional tools.

Today the blimp is as effective--and as popular--as ever, Goodyear says. "I have more than 100 letters on my desk at any given time from children with parents over the age of 80 whose only wish is to ride the Goodyear blimp," said Mickey Wittman, manager of Goodyear's airship program.

"For many older people," he said, "the blimp is a throwback to easier, quieter times."